Auto Insurance Quote Redesign

PROBLEM: State Farm's auto quoting system was not performing well, and both customers and agents were dissatisfied. This was critical as over 10 million quotes are generated annually. SOLUTION: The State Farm XD team developed an untested prototype to replace the current version. To address this, we conducted generative research on the auto quote process and evaluative research to compare the new design with the current version using various performance metrics. I led the research design and execution alongside a junior researcher.

Prototype Video USABILITY REPORT

PROJECT FEATURED

EmpATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

ROLES

Core Team:

Lead Experience Researcher, Junior Experience Researcher, Experience Research Manager

Business Stakeholders:

Product Manager, Lead UX Designer, Content Specialist

My Role:

Lead Experience Researcher

My Duties:

Led all aspects of the project including scoping and defining the project's research strategy and purpose, experimental and survey design, recruitment management, research execution, stakeholder management, data analysis, and delivery and report presentation.

PROCESS

Discovery and Define Phase:

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Design, Development, and Test Phase:

OUTCOMES

Our final deliverable and testing method had a significant impact on the future development of auto quote prototypes. It became the standard benchmarking method for all future designs, and our results were able to inform the product team about potential risks and readiness for deployment. The influence was evident in how the 'Discounts' information from the current version was included in all future versions. There were also discussions about adopting our novel method as the standard benchmarking method for all State Farm quoting systems, including home and life insurance.